Researching demographic, consumer and lifestyle preferences drawn from its database of more than 220m people, the study also showed that womenswear brand Maurices was the chosen destination for Middle Americans.

It showed 67% of people who bought clothes from the retailer in the last six months were from that demographic, followed by Christopher & Banks at a distant 44% and then Hot Topic, Aéropostale and Under Armour, all at around 40%.

Charlotte Russe

Meanwhile, nearly 70% of the people who made purchases at Charlotte Russe and The Limited stores were mothers of all ages.

Some 35% of people who made purchases at Hugo Boss in the past six months were fathers of all ages while 30% each favoured Tommy Hilfiger, Ralph Lauren, Levi Strauss & Co, Nike and American Apparel.

Around 23% of consumers shopping at Charlotte Russe and Urban Outfitters in the past six months were Millennials, while 17% of the demographic favoured Hot Topic and 15% shopped at Forever 21.